Valence-Framing Effect describes the tendency for people to conceptualize their own preferences as support for one candidate or opposition to the other candidate rather than relative preference for one candidate over another. Candidate choice certainty appears to be driven more by opposition than by support, which may explain the power of negative advertising (contrast ads).
Source[edit | edit source]
- Exploring the Valence-Framing Effect: Negative Framing Enhances Attitude Strength by George Y. Bizer, Jeff T. Larsen and Richard E. Petty. Political Psychology. Vol. 32, No. 1 (2011): 59-80.